Conversion Website Audit
A conversion audit identifies where visitors drop off before completing valuable actions. It examines the journey from landing page to conversion, identifying friction points, confusing navigation, and missed opportunities.
The goal is not more traffic. The goal is more value from existing traffic. A 10% improvement in conversion rate is often worth more than a 30% increase in visitors.
What a conversion audit examines
User journeys
How visitors actually navigate from entry to conversion, where they hesitate, and where they abandon.
Common issues
- Unclear paths to conversion
- Too many steps to complete actions
- Confusing navigation patterns
- Drop-offs at unexpected points
Form completion
How forms are structured, what fields cause abandonment, and whether validation helps or hinders.
Common issues
- Too many required fields
- Confusing error messages
- Mobile form usability issues
- No progress indicators
Calls-to-action
Whether CTAs are visible, compelling, and aligned with user intent at each stage.
Common issues
- Weak or unclear button copy
- CTAs below the fold
- Competing calls-to-action
- Inconsistent styling
Analytics accuracy
Whether your tracking captures actual user behaviour and conversions are attributed correctly.
Common issues
- Broken or missing tracking
- Incorrect goal configuration
- Cross-domain tracking failures
- Bot traffic inflating metrics
Page effectiveness
How landing pages perform against expectations and whether content matches visitor intent.
Common issues
- High bounce rates on key pages
- Content-intent mismatch
- Slow loading affecting engagement
- Poor mobile experiences
Conversion bottlenecks
The specific points in your funnel where the highest value is lost.
Common issues
- Pricing page abandonment
- Cart abandonment patterns
- Registration friction
- Final step drop-offs
Common conversion problems
Form field overload
Asking for information you do not need. Every additional field reduces completion rates.
Impact: Completion rates drop 10-15% per unnecessary field.
Mobile friction
Forms and checkouts designed for desktop that become unusable on mobile.
Impact: Mobile users abandon at 2-3x the rate of desktop.
Trust signal absence
No security badges, testimonials, or guarantees where users need reassurance.
Impact: Hesitation at final steps leads to abandonment.
Analytics blind spots
Tracking that does not capture the full journey, leading to wrong optimisation decisions.
Impact: Optimising for the wrong metrics wastes budget.
Part of the wider Commercial Assessment
A conversion audit tells you where users drop off. It does not tell you whether you are attracting the right users, or whether what you are converting them to is commercially valuable.
- Conversion problems often have upstream causes: wrong traffic sources, misaligned messaging, or unclear value propositions that no amount of CRO will fix.
- Optimising conversion without fixing the lead quality problem means converting more of the wrong people.
- Some friction is intentional: qualification forms should filter, not just convert.
The Commercial Assessment examines conversion alongside five other domains: channels and reporting, attribution, sales handoff, user experience, and team capability. Conversion rate is one metric in a larger system.
Learn about Commercial AssessmentConversion is commercial
If visitors are not converting, that is worth understanding. But if you suspect the problem is systemic, not just CRO, you need a broader assessment.